MMM176: Strategic Marketing

Module code: MMM176

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: Postgraduate Masters

When you'll be taught: Semester 1

Module convenor: Dr Irute Karanicholas, email: i.karanicholas@henley.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 28 May 2024

Overview

Module aims and purpose

The module considers fundamentals underlying contemporary marketing, focusing both on theories and practices of marketing. The module deals with marketing on a strategic level. 

Aims:
The Module aims to provide students with a clear understanding of the fundamentals (principles) underlying contemporary marketing and enables student to apply theory in practice. 

Module learning outcomes

By the end of the module, it is expected that students will be able to:

1. Discuss the theoretical principles underlying contemporary marketing thought.
2. Appraise and apply a range of marketing strategies, tools and techniques.
3. Design and present a sound marketing presentation. 
4. Understand the work of a Marketing Manager in practice, with the focus on strategic level.
    

Additional outcomes:

• Articulate arguments and demonstrate critical thinking effectively. 
• Develop communication skills. 
• Develop visual skills. 
• Organise materials efficiently. 
• Develop abilities to effectively work in teams. 

The module is designed with the intention to help improve students’ employability skills in marketing. 

Module content

The module examines the basic principles of marketing, the marketing environment and marketing strategy, as well as other contemporary topics in marketing. 

Topics covered (subject to change): marketing planning, segmentation, targeting, positioning, competition, value proposition, buying behaviour in B2B and B2C, product, service, brand, integrated marketing communications (traditional and digital), price, distribution. 

Structure

Teaching and learning methods

Interactive lectures and other interactive activities, tutorials, presentation, and independent study. The module also features scenario game on the topic of value proposition.

Study hours

At least 33 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 50% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Students will receive formative feedback on a number of occasions, including feedback given during the tutorials, as well as lectures. 

Reassessment

Additional costs